Pesticides, cigarettes and alcohol form the top three fears for today’s mums
October 2005

Today’s mums rank the dangers of pesticides alongside cigarettes and alcohol when protecting their babies during pregnancy, fearing harmful residues may damage their unborn child.

…And after birth, an organic baby diet can be wrecked by deceptive labelling, with mums buying the very things they are trying to avoid.

So says an organic survey among 805 mums and pregnant women conducted by BRMB on behalf of HiPP Organic baby foods.

The survey demonstrates the dramatic swing towards pure, natural foods, over 15 years of weaning; and how dads really can throw their toys out of the pram, as they are left open mouthed at the dinner table.

Highlights of the survey, tackled by BMRB, include:

• Mums and pregnant women said their greatest health worry was smoking (95 per cent) followed by drinking alcohol (92 per cent) followed closely by eating foods with pesticides (70 per cent)
• Mums as a whole felt they were right to be worried about pesticides in foods during pregnancy, with seven out of ten mums agreeing
• Yet 57 per cent actually didn’t eat any organic foods during pregnancy
• Organic food for babies is top of the shopping list today. A full 84 per cent of modern mums weaning infants (6-12 months) thought it was important to feed organically. This compares with just 26 per cent of mums who weaned their babies organically 12-15 years ago
• The main reasons mums buy organic are “less risk of chemical pesticides” (87 per cent); “no GM” (84 per cent) and “no additives” (80 per cent)
• But misleading packaging means mums often end up buying non-organic. When presented with nine alternative packaging claims, only three out of 10 realised that none of them meant organic. The two most misleading phrases were “natural goodness” and “no additives” – which around half of all mums thought meant they were “organic”
• Dads ranked bottom of the heap and that’s official! Because while mums overwhelmingly think it’s important to feed baby organically, just 42 per cent said they thought it was important for their husband or partner to eat foods free from chemical and pesticide residues.
• Forty eight per cent of mums also felt, wrongly, that organic baby food jars were too expensive, when HiPP, the leading brand, is cheaper than some non-organic baby brands.

Jane Mayall, HiPP’s Marketing Manager, said: “We are pleased to see the dramatic move towards organic, and awareness of the issues, but are saddened that mums are being deceived by suggestive wording.

“Mums show overwhelmingly that they want the best start for their babies through pure organic food. The only way to confirm whether a recipe really is organic is to look for the word “organic” and a relevant organic certification stamp such as the Soil Association logo.

On the fears of pesticides during pregnancy, Jane said: “When a pregnant woman eats, she is eating for her baby too. If she eats organically this is the best way to minimise her baby’s exposure to harmful pesticides.”

“This is why HiPP is calling for action from both the Government and Healthcare Professionals. The message that ‘what you eat during pregnancy will be passed on to baby’ is vitally important and we wish to see the awareness of healthy eating and organic addressed and higher up the menu.”

Editors notes:

• For images please contact Samantha Baker at HiPP Organic email sam@greenhq.co.uk

• HiPP Organic is the UK’s best selling organic baby food brand. With over 100 recipes in the range, including breakfasts, savouries and desserts, as well as drinks and Follow-on milks, HiPP Organic provides the best possible start to weaning, with recipes from Stage 1 through to Stage 3 for older babies. HiPP recipes can be found in all major supermarkets and health stores across the UK.
• Pregnancy Calendar provides useful information
  HiPP Organic provides mum’s with a free ‘Personal Pregnancy Calendar’ through the Emma’s Diary ‘Mum to Be packs’ from Boots. The calendar is full of useful tips on what organic foods to eat during pregnancy, to ensure the best health for mum and baby.
  
• Important breastfeeding notice: Breastfeeding is best for your baby. Follow-on milks should only be used as part of a mixed diet and not as a breastmilk substitute before six months.

  For more information please contact:

  Alan Murray/Anna Harris
  MurrayPR
  01403 248 666
  07779 224185
  anna@murraypr.com